What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Cafes!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage can be fully exploited. McDonalds is the leader in satisfying customer’s needs
by way of a rigorous system of Quality, Service, Cleanliness and cost through holding an exceptional position that draws adults and kids alike.
The McD’ Coffee Shops will be ideal in experiencing the coffee cultures that are rapidly expanding through the globe. These coffee cultures covered with Starbucks and cafes attract consumers that pay excessive prices for coffee to get into the coffee experience. This experience has great commercial opportunities because they consumers convey more in-store time to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people look to fast food restaurants as time-killers en route to the cinema, take-away, or returning to work. They’re trying to find a short-term experience that is fast with excellent service from a reasonable price.
McD Coffee houses could be separate entities from the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the utilisation of the infamous ‘M’ logo enables for immediate recognition, credibility and belief inside the startup company. However for further differentiation in the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which are sometimes found in certain countries. Also introducing convenient seating with kid’s areas taps to the parents-accompanying-kids market that rarely experience fast food restaurants; so students are not entirely excluded out of this adult experience.
McDonalds is acknowledged for being open until late along with their Cafes would thus satisfy the huge consumer demand from club/bar goers and tourists that will adopt a brandname that allows these to enjoy their coffee experience when they desire.
McDonalds’ vast global reach and prime locations permit instant worldwide saturation, in addition to their lower prices in comparison with Starbucks etc would permeate countries where fast food restaurants are thought a premium/luxury. Starbucks offer expertise and tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds fast food restaurants as they are able access the same knowledge of lower prices, better and faster service.
This venture will add a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty for the brand.
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